Sustainable development as a competitive advantage of the salon business: The global trend toward environmental responsibility and social responsibility

The article analyzes the integration of sustainable development principles into the strategy of the salon business as a factor in forming long-term competitive advantage. The aim of the work is to identify specific mechanisms and proven practices that allow beauty salons to transform environmental and social responsibility into a tool for increasing consumer loyalty and business efficiency. Within the framework of the research, the tasks include systematizing the theoretical foundations of the sustainable development concept as applied to the beauty industry, summarizing global experience of its practical implementation, and analyzing the economic and reputational effects that arise from it. The practical significance of the study lies in the development of a structured approach to implementing sustainable practices that can be adapted by salons of various scales to strengthen their market positions.